How a mid-size solar installer scaled 5.5× by treating content as a growth channel instead of an afterthought.
Good product. Good install team. Flat funnel.
Solar Power Pros was doing $2.1M in annual revenue when I was brought on as Director of Marketing. Good product, good install team, growing word-of-mouth — but the top of the funnel had flatlined. Paid ads were expensive and getting more expensive. SEO traffic was thin. The sales team spent most of its time on cold outreach that converted slowly.
The pattern was not unusual for a $2M solar company in 2021. What was unusual was that leadership was willing to try something other than more Google spend.
Become the source that answered the questions.
I built what I would now call a Content Engine. The premise: solar buyers spend weeks researching before they call anyone, and whoever answers their questions during that window wins the deal. So we became the source that answered the questions.
01 · OutputEducational content at scale.
Blog posts, PDF guides, email sequences, and video walkthroughs addressing every real objection buyers raised during sales calls.
02 · RoutingConversion paths wired into every piece.
Every post had a clear next step: quote calculator, deeper guide, scheduling link. No dead ends.
03 · RepurposingOne asset, fifteen.
One long-form guide became fifteen social posts, three emails, a webinar, and two short videos.
04 · MeasurementAttribution honestly tracked.
Tagged every lead by source. Killed what did not work. Doubled down on what did. Within twelve months, organic and content-assisted leads were the largest source.
The sales team stopped calling cold. Buyers showed up 70% of the way to a decision.
The sales team stopped calling cold. Buyers showed up 70% of the way to a decision. Cost per acquisition dropped two-thirds. The system kept producing after I left.
"Ben is a pioneer in AI technologies. He played a crucial role in initiating these systems from the ground up. The results speak for themselves."
"Ben continuously seeks self-education. This drive for incremental improvement is what makes him competitive across industries."
The same system, now AI-powered.
Solar Power Pros needed a small content team in 2021. Today, the Content Engine runs almost entirely on AI — trained on your brand voice, producing the same caliber of output from a single weekly recording session.
Learn how Content Engine works →Ready to build this for your business?
If you're stuck at a revenue number because content isn't doing the work — let's talk. Free 48-hour audit. Keep the report either way.
Book a free audit →